50 Youth Marketing Trends for 2009 Buzzwords, Insights and Quotes by Graham Brown of mobileYouth.org Part One (1-25)

#1 Attention is your biggest cost

#2 IVORY TOWER Let's get it into our heads that youth don't wake up thinking about our brands

#3 Ask yourself: "What is the social currency of my product ? "

#4 Marketing is no longer something you do to youth but something you do with them

#5 DISPLACEMENT 15 years ago, youth spend on mobile was negligible. Where has the $250 billion come from? They certainly didn't print the money; they consciously chose to spend $20 a month less on other products. Now are they "users" or "consumers"?

#6 SERVICE: What am I if I am not here to serve my customers ?

#7 Awareness means nothing when was the last time you bought a Cadillac?

#8 ADVOCACY We're all struggling to get a handle on word of mouth but let me tell you your best customer advocates are all around you - your employees. Empower them to spread the word

#9 GATING The human brain only processes 5% of the information it "sees", the rest is filtered out. What makes your message worthy of that 5%?

#10 RELEVANCE today, being "good" is no longer good enough, you must be relevant

#11 patient youth marketing strategies will win-out. Focus on building a beachhead of passionate supporters who love your product

#12 FREE Price and “Free” are the main strengths of a service that does not understand its customers and of customers that do not understand the service

#13 INDUSTRIAL MARKETING Before we start fantasizing about mobile marketing to youth, remember this: A 6% success rate is also a 94% failure rate. Youth only have so much trust and attention to go round

these are the two timeless and culturally-independent requests youth have of your brand #14 DRIVERS can you help me belong? can you help me be significant?

#15 GENERATION ABXYZ I'm constantly amazed by 2 truths about mobile youth: 1) how youth today are the same as youth yesterday and 2) how we invest billions in trying to tell ourselves "this generation" is different

#16 END USERS If we refer to customers as "end users" what does this tell us about how we view their importance?

#17 Piracy is but a small drop in the ocean of threats to music industry revenues. Every year youth spend $250 billion on mobile - 8 times more than the entire recorded music industry. Now what did they not spend on to make that happen?

#18 Grass Roots Technology is but a small part in Apple's position as most trusted youth brand. We tend to overlook their Genius Group customer service and their K-12 marketing programmes that build grass roots fundamentalism

#19 Good youth marketing is focused on share of customer not share of market

#20 Legacy When my marketing campaigns end and the ad dollars run out – what is left? Are you propping up the market with campaigns or creating a legacy ?

#21 GLOBAL GROWTH Imagine a virgin market of new subscribers the size of the US every 2 years.

#22 CAMPAIGNS When people ask me “ how do we engage youth?”, my short answer is – kill your campaign and start creating something. Campaigns are increasingly ineffective because as soon as they're done youth forget about you

#23 Your young customers don't care that you know, unless they know that you care

#24 the next time you hear the words "it's all about fun, cool and personalization", pull the trigger...

#25 Brand Custodians Do you own or look after your youth brand for the customers ?

END OF PART ONE TO BE CONTINUED...

If you enjoyed this presentation, feel free to tweet me your ideas and feedback @ GRAHAMDBROWN (twitter) and http://www.mobileYouth.org